SOP 170: How to Create A User Segment Report In Google Analytics 4
Goal:
Create a user segment report in Google Analytics 4.
Ideal Outcome:
Create a product sales report segmented by different user demographics (e.g. US and Non-US customers).
Prerequisites or requirements:
You need to have an active Google Analytics 4 account. Ideally your GA4 account has been collecting data for a few months.
Why this is important:
GA4 provides a lot of insightful reports about your audience. Use the user segment report to understand what type of users generate the most revenue for your business.
Where this is done:
Google Analytics 4.
When is this done:
After you’ve set up Google Analytics 4 on your site.
Who does this:
Marketing Manager, marketing consultant, or any person responsible for web analytics for your site.
Create a product sales report segmented by US and Non-US customers.
Note: In this SOP, we will create the user segment (US vs Non-US customers) report with the data in the Google’s Merchandise Store demo account.
If you want to access this data, head over to Google’s demo account page and select “Google Analytics 4 property: Google Merchandise Store (web data)”.
If you’d prefer to create a different user segment for the report, there are more user segment options listed in “Creating reports for different user segments”.
- Login to your Google Analytics account.
- Click “Explore” to head to the exploration report dashboard.
Note: The Exploration reports in Google Analytics 4 allow you to explore in detail and gain deeper insights about your users and their journey. You create segments, sort and drill into the data,and share your explorations with other users of the same Google Analytics property.
8. Here are other user segments you can create in Google Analytics 4:
If you want to create a user segment based on demographic, select Demographic and the corresponding filter.10. For the first segment (users in the US), rename the segment to “US Users”.
19. Next, add a new dimension by clicking the “+” besides DIMENSIONS.
Note: The dimensions you pick will determine how your data will be broken down in your report.. In this SOP, we will create a report breaking down all the individual products being sold in the store so we will select “Item Name”.
24. Select the E-commerce drop down menu and select “Purchases” and “Purchase Revenue”.
Note: You can select any metric you want to see for the report. For the purpose of this SOP we’ll just view the number of purchases and the revenue generated for each item.